Indian Brands That Get Twitter.
Posted on January 27, 2010
Filed Under Twitter |
Everyone is gaga over twitter, including lady gaga herself. The value that twitter holds is unmistakable. What is, however, mistakable is the subjective meaning the word ‘value’ carries. Let’s look at a few Indian brands that have worked with the underlying principles of twitter and created value for their brands.
Kingfisher: Even though the handle does say @kingfisherworld, this twitter handle is strictly for Kingfisher Beer. Part of its initial strategy was to monitor what tweople were saying about Kingfisher (which for the most part was always positive). They then started retweeting these positive tweets, the kind of endorsements no money can buy. Now @kingfisherworld has an active community online. It is well integrated and has a high response rate. It has sponsored tweetups, (nothing like some free beer, eh!) and held a contest for the sexy Kingfisher Calendar launch. Most important, it has stuck to its core brand value: King of good times.
Barkha Dutt: After the rift between a blogger and Ms Dutt, her reputation amongst bloggers and others was, well, not pleasant. She was looked upon as a creature that did not only understand the freedom web2.0 had provided but she also despised it. That impression no longer holds true. Ms Dutt has arrived and how. Using the twitter handle @BDUTT she actively engages and facilitates conversations and debates on twitter. Even her mentions about programs on NDTV seem to part of the flow and not preplanned publicity blips. Her twitter presence has lead tweople from Delhi to attend her show ‘We the People’. The only thing she now needs is tweetup presence.
Shashi Tharoor: Who knew Minister of State for External Affair travels so much? Who knew that an Indian politician would actually communicate to the public even when elections are over? Mr. Tharoor, has essential broken all barriers and (if I may say so) humanized the image of politicians. So we now know he likes Mangos, cricket and walking in New York. He also talks about the places he goes too and their connection with India. In 140 characters he has, transformed the notion of transparency to reality. This transformation has not come easy. In the past few months he has taken a lot of flak for his tweets, but he has gained much more respect for his transparency and active engagement on twitter. His engagements have landed in offline meetings – what better way to know your audience than to meet, greet and converse.
Other brands that have done a commendable job are @MTVIndia , @the_hindu and @Cleartrip . What all these brands hold in common and can credit to their success is something simple, something human. Engage, be transparent, be sensible and still be you.
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2 Responses to “Indian Brands That Get Twitter.”
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I’d have to disagree with your view that @the_hindu has done a commendable job. The Hindu, has zero interaction with their followers ( yes, I was one ) and the only thing differentiating it from a total “drone” bot is the fact that some poor soul is manually tweeting each Headline
On a related note, @redbus_in followed up with me about a criticism I’d pointed about their site and they incorporated the feature after a minor twitter & email conversation - you don’t see that often, do you ?
[…] d.http://www.shahpriya.com/blog/2010/01/indian-brands-that-get-twitter/ -“… and held a contest for the sexy Kingfisher Calendar launch. Most important, it has stuck to its core brand value: King of good times.” […]